Time, founded in France in the late '80s, was once at the forefront of road pedal technology while also manufacturing frames and select other components. It has taken victories at the highest echelons of road cycling beneath the likes of Greg LeMond, Miguel Indurain, and in more recent years Tom Boonen and Anna van der Breggen.
But the brand had fallen out of favour and fallen behind the competition from Shimano and Look, and in 2021, the then-owners decided to split the business up and sell it. The pedal portion of the business found a promising buyer in SRAM.
